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2020Achieving SuccessAchieving Success

in the Small Businessin the Small Business

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The Hierarchy of Business OutcomesThe Hierarchy of Business Outcomes

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Business life cycleBusiness life cycle

• Several models, with same general ideasgeneral ideas:

– Multiple stages

– Key issues, lessons, and actions at each stage

– Level of risk business faces changes from stage to stage

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1.1. EmergenceEmergence: person thinks and takes action towards starting a firm– Only 7% actually took steps in 2002


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2.2. ExistenceExistence: having the business in operation, but not yet stable– Risk is high– Owners lack key information

3.3. SuccessSuccess: develop information, skills, and routines to grow the business’ profits– This is a stage that lasts a long time


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4.4. Resource maturityResource maturity: stable level of sales and profits

– Functional areas, the market, and the products or services are being dealt with consistently and efficiently

– Challenge is to avoid complacency


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• 4 key components4 key components to staving off customer complacency:– RecencyRecency: be among the people your

customers have seen in the last few days– FrequencyFrequency: stay in touch with customers on

a frequent basis (visits, phone calls, emails, etc.)

– PotencyPotency: be remembered for the right reasons

– RecommendationRecommendation: making clear recommendations to show your customers you care about them


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5.5. TakeoffTakeoff: a period of exceptional growth– Might come from landing an unexpectedly

gigantic contractgigantic contract, expandingexpanding into multiple locations, or just being in the right place at the right place at the right timeright time

– Most small businesses never go through the take-off phase


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Growth StrategiesGrowth Strategies• High-growth venturesHigh-growth ventures: aim to achieve growth

rates of 25% or more and sales of $1,000,000+• High-performing small businessesHigh-performing small businesses: level off

after success stage, sales between $100,000-$1,000,000, grow at rates of 5-15% a year


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Growth Strategies (cont.)Growth Strategies (cont.)

• Traditional small businessTraditional small business: smallest full-time business, schedules defined by customer, sales between $25,000-$100,000

• Lifestyle or part-time firmsLifestyle or part-time firms: sales of $25,000 a year or less, start and stay very small– 53% of all small businesses


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Types of FirmsTypes of Firms


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• Sales Growth:Sales Growth: comes from several ways– Increasing sales to existing steady customers– Make occasional customers into steady

customers– Expand areas where you have small customer

base

• Technological growth:Technological growth: can take two forms– Use technology to Improve efficiencies and

profits– Use it to create new products or services


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Closing the Small BusinessClosing the Small Business

• Every year, nearly 4 million go through changes in ownership and existence

• HarvestHarvest: get maximum value they can for the business

• Initial public offering (IPO)Initial public offering (IPO): selling stock to public on major stock exchange


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• TransfersTransfers: ownership is moved from one person or group to another– 2003: around 860,000 firms860,000 firms were transferred

within the family– Nearly 1 million1 million business sales took place– Occur only among the largest small

businesses


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• TransfersTransfers: cont.– One key goal is minimizing the tax effectstax effects of

the transfer– Business can lose as much as halfhalf of its

value to the government– Pass offPass off: owner gives the firm to someone as

a gift, without compensation; 38% use this– Sell offSell off: everything is sold to another

business, with proceeds paying off remaining debts


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• TerminationsTerminations: more likely for young firms– 1.8 million per year– Three types of terminations:

• WalkawaysWalkaways

• WorkoutsWorkouts

• BankruptciesBankruptcies


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The Not-So-Secret Secrets of SuccessThe Not-So-Secret Secrets of Success

• Critical Success Factors (CSF): Critical Success Factors (CSF): processes, benchmarks, or components of the business that are essential for the business to be profitable and competitive– Come from sources external to entrepreneurs

– Fall into two categories• Outside help• Entrepreneurial experience


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Entrepreneurial ExperienceEntrepreneurial Experience

• Being incorporatedBeing incorporated: a lawyer is likely to give small business owners advice and help them avoid some of the major pitfalls of a new firm

• EmployeesEmployees: get more done, appeal to a larger market, source of expertise


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• Extreme start-up capitalExtreme start-up capital: business starting with no start-up capital, and those starting with more than $50,000, are among those most likely to survive long term

• Protectable intellectual propertyProtectable intellectual property: patents or trademarks


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• Brand name affiliations or partnersBrand name affiliations or partners: have been checked out and found to be acceptable

• Optimal strategiesOptimal strategies: picking and starting a business in a growing industry

• PresalesPresales: pilot test through contracts, orders, or letters of interest


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Measuring Success with Four Bottom LinesMeasuring Success with Four Bottom Lines

• The FirmThe Firm:

– Define the level of profit that they seek

– Leadership of the industry

– Employee satisfaction and well-being


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• CommunityCommunity: how the business relates to the community– Community impact– Building trust– Promoting a positive culture– Enhancing flexibility– Fostering innovation


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• FamilyFamily: spend the time with your family– Leave personal time to make the transition

from work to family– Clear your work list and your mind

• YourselfYourself: personal returns– Variety of expectations, dreams, and goals– Keeping the dreams alive


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